Some Dentists seem to have it figured out.
Their search engine traffic seems to multiply by the hour. Any time you Google something, their site is the number 1 search result. Their backlinks seem to come to them on autopilot. They have some of the greatest SEO strategies you’ve ever seen.
But how do they do it? Are there industry secrets that we don’t know about? Is there some black magic formula we can use to optimize our SEO efforts?
But it’s no secret – all it takes is a bit of hard work. You see, there are a few things that every dentist with a winning SEO strategy has in common. With them, you can turn your 4th page Google rankings into permanent number 1 spots. So what are they?
1. They look for the white space in keyword opportunities.
When most marketers approach keyword research, they go straight for the top shelf keywords.
We’ve all seen a few of those articles packed with keywords like “marketing strategy”, “teeth whitening”, and “SEO tips”. But without the traffic and social shares equal to the capacity of a military airfield, trying to rank for those keywords is a pipe dream.
So instead of trying to rank for high-competition keywords, look for white space! White space is a term that’s used to classify keywords with high search numbers, but relatively low competition. One of my favorite examples of this technique in action is from PowerSpike, and influencer marketing platform:
When PowerSpike was searching for keyword opportunities, it was tempting to use keywords like “influencer marketing strategy” or “branded content” in their blog posts. But instead of taking the easy way out, they decided to dig a bit deeper.
And after a few days, they found a hidden keyword opportunity that most brands hadn’t picked up: “branded content for twitch streamers”. A quick Google search showed that no one had posted any articles about it — so they capitalized on it.
And to this day, the article they used to target the keyword has generated their site over 80% more leads than every other article. Pretty powerful stuff!
2. They draw energy from industry connections.
Industry connections are one of the greatest assets any content creator can have when it comes to ranking in Google.
We’ve all heard the phrase, “it’s not what you know, but who you know”. It’s a bit of a cliche in the business world. Yet, when it comes to SEO, that statement couldn’t be truer.
There are two main ways that industry connections benefit your SEO:
1. You’ll always have backlink opportunities.
Other people in your industry are just as content hungry as you are. And when you know them on a personal level and they trust the quality of your work, you’ll never have to worry about cold outreach for guest posts again.
2. Your content distribution networks become stronger.
One of the best ways to drive traffic to your content is from industry influencers. And when you have a strong network of thought leaders who love the quality of your work, you’ll reap the full benefits of their social shares.
However, you can’t end your SEO strategy at networking. You’re going to need a little bit more if you want to see those first page rankings.
3. They also have a passionate understanding of what their audience wants to see.
Let me ask you a question.
What is the most important factor for search engine rankings? Is it keyword usage? Formatting? Backlinks? Site credibility? Not quite.
Those things are important, but they aren’t at the top of the list. Then what is, you ask?
Google’s algorithm uses traffic as one of the main determinants of site quality — an important factor in ranking websites. So without traffic, you probably aren’t going to see your site on the front page of Google any time soon. And there’s only one way you’re going to earn the traffic you need to rank your pages:
By creating content your audience wants to see.
If you stopped creating content, would anyone miss it? A grand majority of content creators today would answer ‘no’. But the goal of any serious marketer should be to turn that answer from a ‘no’ into a resounding ‘yes’.
And to do that, you need to learn as much as you can about your audience. What do they like and dislike? What does a day in their life look like? What annoys them, and what challenges do they face?
Once you have that knowledge, you can create content that specifically addresses your audience’s needs and pain points. That’s the content that your audience wants to consume.
4. They focus on quality backlinks.
Backlinks are a fantastic way to increase your site’s credibility within Google. And, as we know already, credibility = higher ranking.
But when most marketers form a backlink strategy, it tends to look something like…
“We’re going to reach out to any and every site we can, no matter how irrelevant they are, and ask to trade links to each other’s sites.”
They may even succeed in driving some links with that strategy. Given how desperate most sites are, it’d probably be easy. But here’s the thing:
None of the links would be high-quality.
You see, when Google analyzes your site’s backlinks, they aren’t just checking to see how many you’ve got. They’re also looking at the quality of the links.
For instance, if your fitness blog earns a link from a marketing blog that started 3 months ago, you aren’t going to see much of a ranking benefit. That marketing site isn’t relevant to your fitness site, and since it’s relatively new, Google will consider it a low quality link.
But, if you earn a link from another fitness blog that’s been online for 2 years, your site will appear much more credible to Google. Why? Because Google isn’t stupid — they know whether another site is relevant to your own. And if you’re only receiving backlinks from irrelevant websites, you rankings can actually suffer as a result.
So focus on earning quality backlinks from relevant trusted websites and you’ll be better off in the future.
5. Lastly, they use the language of their audience.
If you want to rank for the search terms your patients are going to see, you have to actually speak their language. Let me explain:
Pretend for a moment that you create content about affiliate marketing. Email marketing is an important tool for any affiliate marketer, so you want to write a blog post about how your audience can create a killer ‘drip email campaign’.
You’ve written the post, included all the right keywords, and shared it to your social media sites. But a month out, it’s not receiving any search engine traffic.
Because affiliate marketers don’t use the term “drip campaign”. Instead, they may use the words “email sequence” or “marketing automation”.
Although those terms mean the same thing, your audience isn’t going to see your post because they aren’t Googling ‘drip campaign’. It goes to show that with one simple slip in language usage, your post’s search engine potential can get crushed.
So be sure to study the way your patients talk, and apply that knowledge to your SEO strategy.
While it may seem like black magic, great Dental SEO is nothing more than a combination of proven search ranking strategies applied over long periods of time.
However, you can’t solely rely on SEO for your marketing efforts — you need an entire inbound marketing strategy to see real results.
At Link360, we help dental practices like yours build inbound strategies that turn your failing blog into an auto-pilot lead generation machine. Want to start making more money with your content marketing efforts?
Link360: Link360 is an Inbound Marketing Agency Located in Greenville, SC. We specialize in generating leads for our clients through attracting visitors to their website, converting them into leads and closing them as customers. If you have any questions, or would like your own free Inbound Marketing Analysis, please contact us now.